Spotify and Netflix Sign Jay Shetty in $100M Podcast Deal
Jay Shetty, the former Hindu monk turned self-help podcaster, has signed a deal to bring the video version of his show On Purpose exclusively to Spotify and Netflix. The arrangement is worth as much as $100 million over multiple years, according to sources cited by Bloomberg. That figure positions Shetty among top podcasters like Joe Rogan ($250 million) and Alex Cooper ($125 million).
The show will move to Spotify and Netflix on 13 July. While older episodes and clips remain accessible on YouTube and other platforms, new full-length video episodes will be exclusive. Spotify will handle ad sales for the podcast.
A Joint Venture Between Spotify and Netflix
This deal marks the first time Spotify and Netflix have collaborated to sign a single creator. They already share an established relationship; Spotify has hosted several of Netflix‘s podcasts, and Ted Sarandos, Netflix‘s co-CEO, sits on Spotify‘s board.
The partnership benefits both companies differently:
- Spotify gains an exclusive ad-sales relationship with a premium podcast.
- Netflix acquires video content to fill daytime viewing hours, addressing a gap in its programming schedule.
As podcasts become central to retention and engagement strategies for both platforms, video is reshaping the market. Currently, video accounts for 41% of net podcast advertising revenue in the U.S., up from 28% in 2024. The global podcast market reached an estimated $9.2 billion in sales in 2025, with direct advertising contributing $5.3 billion and consumer subscriptions generating $2.2 billion.
Historically, YouTube has dominated the video podcast space, becoming the go-to platform for audiences who prefer to watch interviews rather than just listen. Spotify, however, learned this from its exclusive deals with Joe Rogan, which didn’t fully capture users’ interest.